RETAIL REIMAGINED WITH IBM
For IBM's presence at the National Retail Federation conference, I faced a defining creative challenge: how to showcase powerful AI-driven solutions that could help brick-and-mortar retailers compete with online giants. The difficulty wasn't just explaining individual technologies—it was demonstrating how these solutions worked together as an ecosystem rather than as isolated tools.
The creative challenge required simplifying technical complexity, showcasing multiple technologies cohesively, and creating narratives across diverse retail environments. My solution aligned with IBM's core value proposition: as their technologies enabled frictionless retail experiences, our production approach—a single, choreographed continuous shot—served as the perfect visual metaphor for seamless integration.
The client response validated the strategic approach, with IBM particularly appreciating how the execution aligned with their frictionless experience messaging. Event attendees engaged not only with the videos but also with the companion touchscreen displays that allowed deeper exploration of specific technologies, creating a multi-layered educational experience within the event space.
The project ultimately served as a master class in production logistics, requiring nationwide casting, weekend-long shooting schedules, and precise choreography—all in service of making complex technology not just understandable, but visually compelling.
HIGHLIGHTS
Crafted Strategic Visual Narrative: As creative director and writer, conceptualized and executed a series of single-take videos demonstrating how IBM's AI solutions could help traditional retailers compete with online giants
Developed Innovative Visual System: Created a "visual footnote" approach that elegantly communicated complex technological concepts without disrupting the viewer experience
Orchestrated Complex Production: Coordinated multi-city casting and meticulously planned the choreography of actors and set pieces to execute three sophisticated productions in a single weekend
Balanced Technical Precision with Accessibility: Successfully distilled complex technological jargon into palatable, engaging narratives while preserving the strategic value of IBM's offerings
Expanded Engagement Beyond Video: Integrated the visual storytelling with interactive touchscreen displays that allowed event attendees to explore technologies in greater depth
